THE INFLUENCE OF SOCIAL MEDIA ON THE PERFORMANCE OF MEDICAL TOURISM SERVICE PROVIDERS: A MEDIATED-MODERATED MODEL

Abstract

This research aims to investigate how and when social media (SM) influences the performance of medical tourism (MT) service providers. Using the Resource-Based View (RBV) approach it investigates the impact of social resources on the performance of (MT) companies, while integrating social customer relationship management (SCRM) capabilities as a mediating variable, especially under turbulent market conditions. Particularly, it is a question to identify the underlying mechanisms and conditions that link the use of such platforms to the marketing and financial outcomes in the medical tourism (MT) sector, focusing on two different types of activities: clinics and tour operators. To test the theoretical model, the study used Structural Equation Modelling with Partial Least Squares (PLS-SEM). Data were collected via an online survey involving 133 participants, representing 66 clinics and 67 tour operators. Choosing these actors is due to their crucial role in the (MT) sector. Clinics deliver essential medical treatments at the heart of the service offering, while tour operators play a decisive role as intermediaries between tourist-patients and healthcare providers. The findings indicate a positive effect of SM use on the performance of medical tourism service providers particularly in terms of marketing performance. On the other hand, the results showed while (SCRM) capabilities did not have any mediate this relationship, market turbulence was identified as a significant moderating factor. A multi-group analysis (PLS-MGA) revealed significant differences between clinics and tour operators, particularly regarding the integration of SCRM capabilities and the influence of market turbulence. Tour operators are more likely to integrate SCRM capabilities into their social media strategies, allowing them to enhance their overall performance. Regarding clinics, they demonstrate greater responsiveness to the moderating impact of market turbulence. This study highlights the importance of examining the impact of social media from a business perspective. The comparison between clinics and tour operators opens avenues for cross-sector research. For managers in the medical tourism sector, refining SM and SCRM strategies can enhance marketing performance, with tailored approaches needed in unstable market conditions.